What inspired you to start FashionandCo, and how does your personal journey influence
your work?
I was inspired to start FashionandCo (FCo) because it’s first what I do for a living and what I
love to do. I have a journalistic background with a major in Integrated Marketing
Communications. I largely became a fashion journalist who saw first-hand what went into
owning a fashion brand and decided to help boost, manage, and guide brands I come across
one way or the other. It was in discovering, consulting (free or paid), and sitting with some of
these brands that I found they need a lot more support and some kind of platform for people to
see what they are about, get patronized, and be exposed to a whole lot of opportunities that
may come with ‘talking’ about them.
Can you share the story behind the inception of FCo and its mission to showcase
sustainable growth in fashion?
The platform itself started after I resigned as the lifestyle editor of a foremost media company in
Nigeria. I wanted to tell meaningful stories of people who were doing things who didn’t
necessarily want the noise but the twist? I wanted them styled, made up, and just have a
moment out of their busy schedules to feel good, so I started a website and arranged a team to
interview them, so elemdeeliving.com was born.
I later morphed into Fashionandco.ng (a brilliant name from my friend Coco). I thought it was
just perfect as I wanted to explore a lot more responsible fashion, beauty, and lifestyle either by
showcasing these brands, working with them, or even in tips and general consumption. So I
launched FCo, and to make it more in terms of outlook and the overall idea, we opened it up to
accommodate more.
What challenges did you face in promoting Nigerian/African fashion brands, and how did
you overcome them?
The sometimes “unbothered-ness” of some initially. Like a lot of businesses, the fashion industry
here and in all parts of the world is fiercely competitive, expensive, and tough to break into, but
you can’t come unprepared no matter how small you decide to start. I’ll share a few instances
from a lifestyle editor’s point of view.
You can’t send out submissions of poorly shot/almost not visible photos without accompanying
messages (press release or at least a disjointed text to follow a “lookbook” or brochure, for
instance); you can’t reach out to “please help promote our brand” without a lick of any design of
yours anywhere, not a social media handle, even if you can’t afford a website; yet there are
other free platforms. Essentially, take it seriously; it’s a business.
There are a lot of instances, but generally not taking it seriously, not having a plan, not putting
your brand in order. The list is long, but a lot are doing good work of putting these things in
place now, so for the small and emerging brands, it’s a work in progress and it’s going ok at the
moment.
How has working in the fashion industry impacted your personal life and mental health?
It can be a lot. I am grateful for everything that happened in between the recognition, the
opportunities, and a lot of other things, but it can be a lot. In terms of everything you have to
stay on top of, a lot of people want your attention, your opinion on things, invitations to events,
and just generally a lot of things happening. I used to be everywhere attending this event or
that!
I learned to slow down after a serious burnout after losing my dad years ago. The first thing I did
from about 5 phones ago was turn off my ringer and vibrate after someone once gave me 30
missed calls (and it turned out they just wanted my opinion on something or thereabout)—my
phone doesn’t ring so I don’t have to panic over a call coming through. I most likely will miss
calls during the day, then I’ll reach out back. I slowed my life down and focused on my mental
health by sometimes just staying indoors, reading, talking to only the people I wanted to at
certain points, and generally stopping being available to everybody.
I am currently back to slowing down again after losing my mum again a year ago.
So I’ll just say, slowing down and prioritizing myself. It’s ok to not appear at every fashion event.
Plus, get professional help.
What strategies do you use to maintain a balance between your professional
responsibilities and personal well-being?
I take breaks. I am naturally a hard worker and a workaholic, but I learned to just breathe and be
ok with “unproductive” days. These days, my health comes first.
What has been the most rewarding part of your journey with FashionandCo so far?
Highlighting the brands that may not necessarily have the means to advertise their brands.
Being able to project/connect some to a bigger audience and generally putting them in the face
of new clients is definitely my top one!
How do you stay motivated and inspired amidst the challenges and demands of running
a fashion-focused project?
I do new things that keep my mind alert. Be it a new project, creating something, or even
planning an event. Anything and everything that keeps me going and my mind sharp.
We are currently wrapping up R&D and starting production for our sustainable project,
FashionandCo ECO, where we are working with local artisans, empowering more brands and
generally building with them. This is the first time I am talking about this, so this is an exclusive.
These things keep me and my small team going.
What are some common misconceptions about sustainable fashion in Nigeria/Africa that
you encounter?
The idea that they can’t compete with any other sustainable brands anywhere in the world
because a lot of them can. Nigerian and African brands now more than ever understand
responsible consumption and are doing amazing work, from creating signature designs to
working with local artisans who are exceptional in everything they put in place. They are doing
stellar work.
What advice would you give to other women aspiring to start their businesses in the
fashion industry?
It helps to be prepared, so funding is important, or at least projects to fund this, or heck, an
investor! You get a lot of things done when you can afford to.
Then you really have to be creative; you need to know what you want to do. Do you want to
have your signature? What exactly will stand your designs apart? I think this is important.
You also have to get your house in order, and this includes, registering your business and
generally putting things to help run your business smoothly in place. Willpower too, because
omg, you will be tested. You just have to resolve to roll up your sleeves and get things done
even when people don’t understand what your business is about lol.
How do you keep your vision for FashionandCo aligned with your values while
navigating industry trends and challenges?
I am stubbornly true to myself and everything I do, even when no one sees it, so my values are
mostly intact. I am not easily influenced, so I think this helps. I try not to dabble into
everything—now this is not an easy thing to do, especially when looking to scale a
business—but it helps define you in the long run. I think this has helped tremendously.
What message or piece of advice would you like to share with other women pursuing
their passions and entrepreneurial goals?
It’s TOUGH and LONELY, now that those truths are out of the way. Stay consistent and
evolve/pivot when you have to. You also have to be laser-focused to be taken seriously, so this
means trying not to do everything at the same time. You may have to do backbreaking work
alone sometimes, so make sure to take care of yourself so you are strong enough to show up
every day. Collaborate, be strategic, and bring value with every alliance. Keep learning; don’t
stop. Don’t let anyone tell you what you can and cannot do! No one defines you.
Also, no matter what, get up and do something productive every day. It counts. It will all add up.
IG: @elemdeeo
LinkedIn: https://www.linkedin.com/in/olamide-olarewaju/
